Every channel is its own island, with its own strengths and weaknesses. The temptation is to try and make every island universal. Target this week learned that sometimes less is more.

Its Cartwheel coupon app, which had shown users all of the standard offers, now can present offers customized for each shopper. It’s in-your-face customization.

“The beloved couponing app just got its biggest redesign and overhaul since launching three years ago,” Target said in its announcement. “Open the app, and you’ll immediately see ‘For You’ — our personalized offer recommendations — to get you inspired and excited about your trip through our aisles.”

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